Starbucks is by far one of the most popular and recognizable brands across the world. Their brand recognition is something many small businesses can only dream of. We may not all have the multi-million-dollar marketing budget that a company like Starbucks has. But it is important to remember that their success and their marketing started on a smaller, less grand scale at one time too. Starbucks has implemented a stellar marketing strategy that has worked for them. And their key marketing principles can work for you too.
Do you own a business and are unsure about how to market it? Is marketing confusing to you? If so, check out our blog. We cover some of the biggest names in the world and their strategies. Our case studies showcase some of the best (and worst) marketing campaigns in history. Our blogs also cover what to do.
One of the most powerful brands in the world, Disney, can be thought of as a tourist trap. They have been attracting customers and ‘wowing’ their fans since Walt Disney first imagined Mickey Mouse, and they still do. However, if you are like the majority of people out there, you might have no idea that Disneyland’s main customer base actually constitutes of locals who hold Annual Passes and come numerous times a year.
Seemingly overnight, Airbnb has taken the travel industry by storm and become the world’s leading hotel group. While impressive, we are certain this boom in their popularity and their expansion is no mistake. Airbnb has been clever and creative with their marketing strategy, putting them miles ahead of their competition. It’s likely that many factors over the years have helped Airbnb achieve their current status as a travel industry leader. Here is how their marketing strategy has worked for them and therefore can work for others too.
Brand partnerships are a great way to generate business buzz and get great exposure. Airbnb has participated in some very successful partnerships. Such as with the large UK bookstore chain Waterstones, Royal Dutch Airlines, and even the French government. With these partnerships, Airbnb has been able to create fun giveaways and unique contests. Giving each partner brand crossover leads and a serious exposure boost.
Social Media & Influencers
Today, any business who wants to compete must market themselves on social media, and to take that a step further – the real successful ones also include influencers in their product launches. Influencers are prominent people within their field who have a large following of fans who take their advice or product suggestion. Journalists, bloggers, YouTubers, podcasters and social media stars can all be considered influencers – and inviting them to engage with a product launch or a new business announcement can take the buzz about your business from non-existent to trending within hours.
It has mastered the use of social media and influencers. Whether it’s launching an event such as the Airbnb Floating House party of 2015 or picking up the tab for celebrities and social media stars in exchange for a little social media love, it has gained an excess of exposure and regular users through incorporating influencers. Airbnb has figured out how to capitalize on the mass social media followings of other influencers to build their brand.
Another clever and successful marketing strategy employed by Airbnb is its use of inbound marketing. Inbound marketing draws visitors and leads to you rather than you pushing your brand or product out to potential leads. It may sound simple but creating successful inbound marketing campaigns are no easy feat, yet Airbnb has created numerous. For example, when Craigslist was the go-to forum to find short-term housing, it thought to lure qualified leads by reverse engineering a Craigslist form – making the two short-term rental sites compatible. Whenever a new user lists accommodations on Airbnb, they receive an option to automatically duplicate their post on Craigslist. While this prompted leads to Craigslist, it also created a ton of additional inbound links for the user and drove traffic they would have not previously received solely on Airbnb.
Airbnb truly understands that quality content is equal to maximum engagement. They are very selective about the images that they post, ensuring all of their images are high quality and aesthetically appealing. Hosts have access to free professional photography courtesy of Airbnb. This extra expense has really paid off for them. All of their Airbnb listings share a common professional appearance, resulting in higher demand and more bookings for their accommodations.
Spotify has taken the world of podcasts to a whole new level with their launch of Spotlight. Spotlight is essentially a forum for podcasts with the addition of visual elements to each episode. But the addition of a visual component doesn’t end at just podcasts; Spotlight is reinventing audiobooks, news, podcasts and other audio content with the addition of photos, video and other visual elements. Below is an overview of what Spotify Spotlight is and what we can learn from the evolving world of streaming.
What is Spotify Spotlight?
Spotify Spotlight is the new multimedia platform created exclusively for Spotify users. The implementation of Spotlight won’t change the standard Spotify interface users are familiar with, but instead, it has enhanced it. Now, when streaming a podcast or an audiobook, users will see an added multimedia component. Move through episodes of a podcast or chapters of an audiobook. You may see visual elements such as photos, text or videos on the left side of the Spotify app screen. All the visual components displayed are contextual. They relate to the episode or chapter being streamed.
According to Spotify, the implementation of Spotlight is intended to “provide deeper insight to users favorite artists, playlists, books, publishers, and more by offering contextual visual elements”. Spotlight features media from:
- Gimlet Media
- Crooked Media
- Original Spotify series such as:
- Secret Genius
- Spotify Singles sessions
Outside companies seemed eager to partner with Spotify on the launch of this new feature. Which gives the impression that this may be the determining factor that successfully separates Spotify from their competitors.
What Can We Learn From Streaming?
Spotify’s implementation of Spotlight may not seem like a big deal. But it’s really a huge leap for the music streaming sector. Adding in a visual component helps to connect pop-culture with once audio-only services. This brings in a whole new dynamic of advertising. As well as pop-culture, and influence to millions of people across the United States. Ben Smith, the editor in chief of BuzzFeed News, said in a statement.
“It feels like a generation ago that MTV news delivered the latest to a whole generation of music fans, but it’s not hard to imagine BuzzFeed News and Spotify doing the same thing in 2018”.
This comparison helps depict why so many partners are on board with Spotify’s new project and have eagerly agreed to produce programming for the Spotlight feature on Spotify. Smith adds,
“We’re incredibly excited to bring together our award-winning audio team, world-class journalism, and Spotify’s massive, dynamic platform to get listeners up to speed every morning”.
Spotify is the world’s largest music streaming service with over 70 million users worldwide. The implementation of this audio-visual component differentiates Spotify from competitors such as Apple Music. And puts Spotify into more direct competition with platforms such as YouTube.
As the future of the media and the news grows, so will these multi-media platforms. Implementing text, newsfeeds, photos, and videos into a platform that already has 70 million viewers is a successful and dynamic way to influence an entire generation and culture. So it’s no wonder to us that Spotlight quickly had so many outside companies eager to get on board with this project.
We are always intrigued by and following the changes and growth in our current multi-media platforms. For more information on how to reach a larger target audience or make personalized changes to your growing businesses marketing efforts reach out to us at firstname.lastname@example.org or (800) 316-9664.
While podcasts as a medium have been around for about twenty years or so, the past five years have really seen podcasts come into their own. More and more Americans are regularly tuning into podcasts, and they’re not just flipping through like channels on the radio. Podcast listeners seek out quality content on specific topics. They listen to the podcast in full and engage with it. This type of audience presents a unique opportunity for advertisers. If you are considering getting into podcast advertising but are not quite sure where to start, read on to learn the basics of podcast advertising.
Subscription services seem to be a growing trend right now. It’s hard to check out social media or open your inbox without seeing an ad. An ad for some type of subscription service like Hello Fresh. Whether the ads are for beauty products, shave kits, or dinner, subscription services are putting themselves out there. They’re doing it through heavy marketing. These subscription services increase in popularity. So more and more competitors have entered the market. Each subscription service must think critically about how to stand out in a crowded field and how to best utilize their marketing dollars.